International Marketing Chapter 8

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expert opinion

A method of market estimation in which experts are polled for their opinions about market size and growth rates; used particularly in foreign countries that are new to the marketer

analogy

A method of market estimation that assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country

parallel translation

A method of translation in which two translators are used to make a back translation; the results are compared, differences are discussed, and the most appropriate translation is used. The method addresses the use of common idioms in the languages being translated

decentering

A method of translation, that is successive process of translation and retranslation of a document, such as a questionnaire, each time by a different translator. The two original-language versions are then compared, and if there are differences, the process is repeated until the second original-language version is the same as the first

primary data

Data collected as in market research, specifically for a particular research project

secondary data

Data collected by an agency or individual other than the one conducting research; often useful in market research

international marketing research

Involves the need to communicate information across national boundaries; and the challenge of applying established marketing techniques in the different environments of foreign markets, some of which may be strange or vexing milieus for the marketer

back translation

The process in which a document, such as a questionnaire, or phrase is translated from one language to another and then translated by a second party into the original language. This can be used to verify that the first translation as of a marketing slogan, has the intended meaning for the targeted audience

research process

The process of obtaining info; it should begin with a definition of the research problem and establishment of objectives, and proceed with an orderly approach to the collection and analysis of data

marketing research

The systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making

multicultural research

inquiry, analysis, and study of countries and cultures that takes into account differences in language, economic structure, social structure, behavior and attitude patterns. Different methods of research may have varying reliability in different countires

Triangulation

the use of multiple research methods as a way of producing more reliable empirical data than is available from any single method.


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